Mediative Audience Targeting DISPLAY WITH DATA SOME DO ROCKET SCIENCE. WE DO MARKETING SCIENCE.

1. Mediative Audience TargetingDISPLAY WITH DATASOME DO ROCKET SCIENCE. WE DO MARKETING SCIENCE. PRODUCT CONSTRUCT AS OF JANUARY 2014

2. Mediative Audience Targeting • What Mediative Audience Targeting Is • Our Unique Selling Proposition • Our Competitive Position • What You Get • How It Works: Our Technology • What We’ll Report on • Our Success to Date: Cross-Industry Success Stories • The Product Package Staircase (internal use only) • What Audience Targeting Does Not Include (internal use only) • How It Works: Our Operational Process (internal use only) • Business Rules (internal use only)

3. Mediative Audience Targeting WHAT IS IT? • Audience targeting is the development and categorization of users, based off of their internet behaviours into user profiles through the use of a data management platform, creating intent-based audience segments. Advertisers can then target and engage specific audiences through online advertisements.

4. GET SEENMediative Audience Targeting • Leverage user interest and intent data to deliver relevant display ads to the sites • your potential consumersvisit.

5. Mediative Audience Targeting SOME DO ROCKET SCIENCE. WE DO MARKETING SCIENCE. • We know how Canadian shoppers behave. How? By compiling intelligent data from complex algorithms. Using these insights, we identify the audiences that marketers want to reach and target messages to those shoppers, regardless of the site they are visiting. * YP owned & operated Network which includes YP.ca, CityPlus sites, Canpages.ca, Canada411, RedFlagDeals.

6. COMPETITIVE ASSESSMENTBRAND DATA/CPM DISPLAY Mediative is equipped with 9 million unique YP.ca visitors who have been dynamically segmented, based on their interest and intent to purchase. We also fuel in other sources to enhance the reach. Audiences are pure Canadian. Through various DSPs, Mediative has access to Ad Exchanges to leverage its strong data positioning. Turn is a DSP platform and although it has access through exchange, it does NOT provide pre-defined data segments; therefore, brands are required to onboard their data to leverage that to Turn technology. Mediative Strong Data Positioning Turn Lack of Tech Complexity Advanced Tech Complexity Adconion is essentially an Ad Network. As such, despite a large scale of inventory, the provider lacks tech support as well as audience data. Double Click DFA provides enhanced technology for advertisers to improve effectiveness and efficiency. The solution is, however, only tied to Google’s Ad Network, meaning that users outside of GDN will NOT be targeted. If they want to reach beyond GDN, they do so via other exchanges. Adconion Weak Data Positioning

7. WHAT MEDIATIVE AUDIENCE TARGETING IS & WHAT YOU GET. 1 Defined Audiences Mediative experts select the Key Targeting Audience from our 26 pre-defined Tribes (i.e., which have been built based on YP’s owned & operated data by aggregating similar-intentioned consumers). Mom Mom Mom Car Car Car Music Music 2 On-Going Optimization Campaign Managers monitor the performance of the campaign on a daily basis and optimize against the best performing segments. 3 Customized Banner Messages Brands can deliver different creative messages to different types of audiences. AD COPY 1 AD COPY 2 4 Detailed Audience Insight Our unique technology provides exclusive audience insight on users’ demographics and interests S

8. THE 26 TRIBES WE’VE ALREADY BUILT B2B Buyers Apparel Shoppers . Green Advocates Visitwww.mediative.com/digital-media/data-advertisingto download one-pagers for each Tribe

9. HOW IT WORKSOUR DATA TARGETING SOLUTION 1 Identify users’ interests by aggregating data from various sources 2 Build audiences in the Data Management Platform (DMP) 3 Log those like-minded audiences into our Ad Server Shampoo ad 4 Our Ad Server finds those users via RTB through the exchange Hair Product ad 5 Tie the advertising message(s) to different audiences 6 Next time users browse through various pages across the world wide web, Ad Server targets them with a relevant message

10. REPORTSMID AND END-OF CAMPAIGN INSIGHTS THAT WE’LL DELIVER KEY METRICS Campaign overview, overall delivery stats (e.g., Impressions, Clicks, CTR). AUDIENCE PERFORMANCE Detailed results on best performing audience segments. Exclusive insight on the demographic and interest of users. PERFORMANCE GRAPHS Charts identifying key campaign trends over time. • AVAILABLE ON DEMAND • Best/Least performing creative • Optimization report • Recommendation to maximize outcome

11. MEDIATIVE AUDIENCE TARGETING SUCCESS STORIES * The objective for the above campaigns was to increase awareness; thus, the KPI measurement is based on the number of delivered impressions.

12. PRODUCT PACKAGESA RANGE OF MEDIATIVE AUDIENCE DISPLAY SOLUTIONS INTERNAL USE ONLY * Building audience profiles based on high affiliated users’ behaviour ** Adding Mediative tags on advertiser’s website to collect consumers’ persona and remarket them via RTB

13. WHAT THIS DOES NOT INCLUDE INTERNAL USE ONLY • Guaranteed Clicks and/or Conversion • CPA Model/Landing Pages • Contextual/Referral Keyword Targeting • Flash, Rich Media, In-Banner Video ads • Site-Specific Reporting • Running a campaign for less than 10 days • Support for Alcohol, Gambling & Adult Content ads (Ad Exchange does NOT support these categories)

14. HOW IT WORKSOUR OPERATIONAL PROCESS FLOW INTERNAL USE ONLY

15. KEY CONTACTSHOW TO GET SUPPORT Pre-Sale Support: Cesar Antonio Reach out to Cesar for pre-sales questions, audience selection and product positioning. Data Avails: Campaign Managers Reach out to your Campaign Manager to get the number of available impressions for your campaign. Product Manager: Nilou Alaghehband Nilou will be able to answer any product-related questions regarding definitions, integration, pricing, available options, etc. Post Campaign Analysis: Sales & Campaign Managers Reach out to your Campaign Manager to get the post campaign report and analyze the details on success KPI metrics together.

16. When to RECOMMEND MEDIATIVE AUDIENCE targeting 1 Clients are leveraging branding campaigns specifically targeting users with the right message based on their interest and intent at any given time(vs. RON whereby advertisers are only targeting users based on demographics) (Be Seen) 2 Clients are looking to enhance their branding message across the world wide web without being restricted to one or two websites (i.e., ROS/Premium buys) 3 Clients want to go above and beyond demographic to interest-based targeting. 4 Clients are seeking to improve efficiency of their investment by only targeting relevant audiences.

17. BUSINESS RULESHOW DO WE EXECUTE EFFECTIVE CAMPAIGNS? INTERNAL USE ONLY • Identify the persona of your consumers; specify their wants and needs in detail (i.e., go beyond demographic and/or geographic information). • Ensure the name of the product and audience is clearly stated on the IO. If the advertiser wants to use more than one audience group (Tribe), please have them on separate line items. • Ensure the creative message on the banner aligns with the target audience. • If you choose to target more than one audience segment, make sure you provide a different advertising message for each group(e.g., if the client is an auto dealership and they would like to target “young and trendy” users and “moms,” we highly recommend having two sets of creative for each audience). • Provide static standard IAB banners; some of the networks through ad exchange do not support flash, rich media, in banner video ads. • We recommend a 2 week minimum for the duration of the campaign. We are not able to apply the appropriate optimization tactics for anything less than two weeks. • For advertisers in US, make sure you communicate that with Campaign Managers as they need to apply different sources of data.

18. DEFINTIONS